avis has a new technology. and people would say, structurely, can zstructure ly, can zipcar survive. >> it must be a validation if all these companies are starting to look at it and see the potential. our estimate is about a $10 million market globally in the top 100 cities. so we welcome more competition. it's not new to us. we certainly had competition for years here in new york and other markets. and we've continued to expand much faster than most of our competitors for that period of time. i think the big thing for us is our brand, right? i mean, most people that think about car sharing and using cars by the hour or cars as a service think of zipcar as kind of the iconic brand. we really represent the category. and that plus our technology, and first to scale really matters in this business. i would say, first in isn't as important as first to scale. it's a classic network affects business, where scale really starts to build on itself, both in terms of marketing and technology investment. so we're going to